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We want to be the airline of choice for everyone. Every customer matters - short haul or long haul; economy or premium

Alex Cruz, British Airways Chief executive

Speaking at the World Travel Market trade show in east London, Mr Cruz accepted that flag carriers "have no divine right to flourish" and pledged to "fight for every customer".

He said: "We want to be the airline of choice for everyone. Every customer matters - short haul or long haul; economy or premium.

"So we must have an offer that is attractive to everyone."

Telling the audience that "we face waves of new competition on all fronts", he noted that budget carriers such as easyJet and Ryanair are now "giants" while low-cost long-haul is "becoming a more resilient model than many people anticipated".

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Mr Cruz said a £4.5 billion investment will 'improve the experience of customers in all cabins'

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The five-year programme includes seventy-two new aircraft, fast wifi and upgraded catering

He added that Emirates, Qatar and Etihad have invested heavily in luxury cabins, while US legacy carriers are "significantly upgrading their business class products".

Aviation consultant John Strickland said BA's investment shows it is aware it needs to improve its high-end offering while also keeping prices competitive.

He told the Press Association: "They know they have to make investments because the premium customers are really important to them.

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Alex claimed that British Airways is 'more competitive than it has ever been'

How to get over your fear of flying

Wed, July 12, 2017

Overcome your fear of flying with this useful advice from British Airways.